The latest introduction to the Witchery ‘family’, Witchery8fourteen is the new label for fashion-loving girls aged 8 – 14 years.
As the brand’s creative custodian, eskimo was called upon to create a strategic, multi-platform campaign from concept, pre-launch, and launch across multiple channels, including print advertising, blog, website, and in store. The challenge? To cut through the savvy tween market, one already fluent in ‘fashion speak’ and acutely aware of being dictated to, all the while maintaining Witchery’s stylish DNA.
eskimo’s response? The creation of ‘The Next Generation’, a play on both Witchery’s newest addition and the next generation of fashionistas. The casting of three up-and-coming Australian faces, Ella, Hannah, and ‘big sister’ Montana Cox – one Witchery’s A/W12 campaign talent – as role model presents a down-to-earth cross-range that tweens can relate to, with the launch eDM and website bringing each girl to life via ‘diary-inspired’ pages featuring Q&A and accompanying black-and-white moving image.
This clever blend of the personal, approachable, and fashionable seamlessly captures Witchery8fourteen’s essence of ‘mixing it up to give an uncontrived spin’. Clearly still ‘Witchery’ yet with its own youthful take, in eskimo’s hands, The Next Generation has found its new BFF (Best Fashion Friend).
Brand strategy / creative direction / art direction / design / copywriting